THE EVENT: March 3, 2014, at TIGI Advanced Hairdressing Academy in New York City. After a brief period of laying low, TIGI announced new campaigns and soon-to-come product launches to a select, invites-only audience in An Evening with TIGI.
WHO: The small crowd of press, industry members and stylists were hand-picked by TIGI to receive invites to the intimate gathering. MODERN was lucky enough to receive such an invite.
WHAT: Various TIGI Creative Team members discussed the ways they are revitalizing the brand through Bed Head, Catwalk, S Factor, Hair Reborn and copyrightcolour products as well as launching a new academy in Milan and having a presence at even more events than in 2013.
TIGI is revamping many of its products as well as honing in on those that are most popular by "cultivating the cult of TIGI," according to Helen Coupe, global head of marketing for TIGI. The creative team took time to create looks with much-loved products given a new spin, such as TIGI Manipulator in a matte version that Mascolo sees as being a new favorite with stylists.
FINAL WORD: "Hairdressing is about constantly challenging yourself," TIGI Founder and International Artistic Director Anthony Mascolo says. Along with TIGI Global President Tom Managhan and Global Creative Director Nick Irwin, Mascolo made it clear that TIGI is challenging itself in 2014 while still holding true to its ideals ("DNA," as Managhan called them) of being passionate, creative, educational, innovative, challenging, youthful and fashion-forward, among other things.